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Lesson – VII CLASSIFICATION of MEDIA in This Chapter We Discuss About the Classification of Media

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Lesson – VII CLASSIFICATION of MEDIA in This Chapter We Discuss About the Classification of Media Lesson – VII CLASSIFICATION OF MEDIA In this chapter we discuss about the classification of media. There are different types of mass media that we are accustomed to in this day and age. Whether it's children, young people, or adults, we've all had our share of media-related exposure every day. OBJECTIVE • Define media, classification of media • Differentiate between print media and electronic media STRUCTURE Different ways to classify media Print Media – Size, Form, History Electronic Media – Types, Difference between Print and Electronic Media THERE ARE DIFFERENT WAYS TO CLASSIFY MEDIA. 1. Print media, non-print media, and electronic media Print Media: books, journals, magazines, newspapers, workbook, textbooks 162 Non-print Media: projected and non-projected media Electronic Media: Audio media, Visual media and Audio-Visual 2. Projected media & non-projected media Projected media: They require light source for projection. E.g. film projector slides etc. Non-projected media: They do not require light source. They include 3dimensional objects, 2dimensional objects, prints, charts, models etc. 3. Audio media, Visual media & Audio-visual Audio media: This form of media carry sounds alone. E.g. audio tapes, record player, Visual media: These are the ones that can be seen. E.g. TV, computer, white board Audio-Visual: This term refers to those instructional materials which provide students with audio and visual experiences by appearing to the hearing and seeing senses at the same time. E.g. TV, video tapes, closed circuit television (CCTV). 163 4. Hardware and software Hardware: This the classification of machines or equipment used in the instructional process. It is upon these gadgets that the software is transmitted. E.g. Television set, tape recorder etc. Software: This classification consists of all materials used with the machine. They are the real carrier of knowledge or information. They include, films, tapes transparencies. Courtesy: blogspot.com Print media encompasses mass communication through printed material. It includes newspapers, magazines, 164 booklets and brochures, house magazines, periodicals or newsletters, direct mailers, handbills or flyers, billboards, press releases, and books. NEWSPAPERS: Newspapers enjoyed the position of the most preferred medium to reach a wider audience until electronic communication emerged on the media scene. In the early days, newspapers were the only medium that masses at large depended on, for daily news. A newspaper carries all kinds of communication related to a variety of topics like politics, current affairs, entertainment, finance, stocks, etc. Apart from this, it also includes topics which are in lighter vein like cartoons, crosswords, Sudoku, movie reviews, book reviews, puzzles, crosswords, etc. This captivates the imagination and interests of readers from all age groups. Newspapers are an important platform of mass communication as they reach every nook and corner of the world where electronic media fails to reach. It plays a pivotal role in providing authentic firsthand information, building opinions, updating the knowledge of the reader, and serves as a good platform for advertisers to promote their products. However, with 165 the emergence of the Internet, which updates information every second and is just a click away, the popularity of newspapers has reduced. SIZE OF NEWSPAPERS You may have noticed the fact that all newspapers are not of the same size; some are big, some small and some are very small. Newspapers are classified into three categories according to their size. They are broadsheets, tabloids and Berliners or Midis. Morning newspapers are generally broadsheets. They are big in size. In India, all major newspapers are broadsheets. Examples include “The Times of India “and “Hindustan Times”. Tabloids are only half the size of broadsheets. In India most of the evening papers are tabloids. Examples are “Mid-day” and “ Metro Now”. Presently some of the new morning papers have also adopted the tabloid format. ORIGIN OF NEWSPAPERS: The History of newspapers is arguably one of the most dramatic episodes of human experience. The actual origin of newspapers lies in the Renaissance Europe when local 166 merchants used to distribute handwritten newsletters amongst each other. However it was not until the late 1400’s when Germany introduced the precursors Courtesy: blog.releasemyad.com 167 of printed newspapers. Since then newspapers have evolved dramatically and today there are more than 6580 daily newspapers in the World. A typical modern day newspaper is filled with various materials like editor’s columns, newspaper display ads, forecasts, comic strips, entertainment section and much more. Unfortunately the sudden economic downturn has also seen the rise of Courtesy: Newspaper-classified-advertisement electronic or web-based versions of newspaper journals which automatically resulted in a decline in newspaper advertising and circulation. HISTORY OF PRINT MEDIA 168 Indian print media is at a massive business in the media world and its newspapers are said to offer majority of national and international news. The history of newspaper in India began in 1780, with the publication of the Bengal Gazette from Kolkata. The advent of the first newspaper in India occurred in the capital city of West Bengal, Calcutta (now Kolkata). James Augustus Hickey is considered the "father of Indian press" as he started the first Indian newspaper from Kolkata, the 'Bengal Gazette' or 'Calcutta General Advertise' in January, 1780. This first printed newspaper was a weekly publication. In 1789, the first newspaper from Bombay (now Mumbai), the 'Bombay Herald' appeared, followed by the 'Bombay Courier' in the following year. Later, this newspaper merged with the Times of India in 1861. These newspapers carried news of the areas under the British rule. The first newspaper published in an 169 Indian language was the Samachar Darpan in Bengali. The first issue of this daily was published from the Serampore Mission Press on May 23, 1818. Samachar Darpan, the first vernacular paper was started during the period of Lord Hastings. In the same year, Ganga Kishore Bhattacharya started publishing another newspaper in Bengali, the 'Bengal Gazetti'. On July 1, 1822 the first Gujarati newspaper, the Bombay Samachar, was published from Bombay, which is still in existence. The first Hindi newspaper, the Samachar Sudha Varshan started its circulation in 1854. Since then, the prominent Indian languages in which newspapers had been published over the years are Hindi, Marathi, Tamil, Malayalam, Telugu, Urdu and Bengali languages. The Indian language newspapers eventually took over the English newspapers according to the NRS survey of newspapers. The main reason was the marketing strategy that was followed by the regional papers, commencing with Eenadu - a Telugu daily started by Ramoji Rao. The second reason was the growing literacy rate. Increase in the literacy rate had direct positive effect on the rise of circulation of the regional papers. The 170 people were first educated in their mother tongue according to their state in which they live for and eventually, the first thing a literate person would try to do is read the vernacular papers and gain knowledge about his own locality. Moreover, localization of news has also contributed to the growth of regional newspapers in India. Indian regional papers have several editions for a particular state to offer a complete scenario of local news for the reader to connect with the paper. Malayala Manorama features about 10 editions in Kerala itself and six others outside Kerala. Thus regional papers in India aim at providing localized news for their readers. Eventually, the advertisers also realized the huge potential of the regional paper market, partly due to their own research and more owing to the efforts of the regional papers to make the advertisers aware of the huge market. These advertisers paid revenues to the newspaper house and in return publicized their products throughout the locality. Thus, newspapers in India not only acted as 171 news providers but also promoters of certain market products. Some of the prominent newspapers in India in the recent times are The Times of India, The Statesman, The Telegraph, The Economic Times, and Indian Express and so on. The Economic Times is one of the India's leading business newspapers; carrying news about the Economy, Companies, Infrastructure, Trends in the Economy, Finance, Stocks, Forex and Commodities, news from around the world and from the world of politics besides editorial and various other features. The Malayala Manorama releases daily, weekly, monthly and annual publications from Kerala. Started in 1988 in Tamil and Telegu languages, it is now published in other regional languages like Hindi, Bengali, as well as in English. Among the various publications, the Malayala Manorama Daily has the largest circulation, selling about 11 lakhs 50 thousand copies daily. The Times of India was founded in 1838 as The Bombay Times and Journal of Commerce by Bennett, Coleman and Company, a colonial enterprise now owned by an Indian conglomerate. The Times Group publishes The Economic Times (launched 172 in 1961), Navbharat Times (Hindi language), and the Maharashtra Times (Marathi language). The newspapers collected their news from the news agencies. India has four news agencies namely, the Press Trust of India (PTI), United News of India (UNI), Samachar Bharti and Hindustan Smachar. Newspapers and magazines in India are independent and usually privately owned. About 5,000 newspapers, 150 of them major publications, are published daily in nearly 100 languages. Over 40,000 periodicals are also published in India. The periodicals specialize in various subjects but the majority of them deal with subjects of general interest. During the 1950s, 214 daily newspapers were published in the country. Out of these, 44 were English language dailies while the rest were published in various regional languages. This number rose to 2,856 dailies in 1990 with 209 English dailies. The total number of newspapers published in the country reached 35,595 newspapers by 1993 (3,805 dailies).
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